Adventure’s strategic planning team attended the Health Care Social Media Summit at the Mayo Clinic last week. Areas of focus included social media marketing and PR, mobile health care communications and social media for medical professionals.

There are many channels and formats of social media. But the focus should remain on quality content that reflects well on a brand’s promise, yet still has enough interest to be shared socially.

Simple exposure is not the only goal. As with all other media, social media needs to generate ROI. And in some cases ROE (Return-on-Experience) for the target audience. It needs to provide two-way participation, transparency, credibility and mutual trust between a brand and the individuals it serves.

Like most viral social content, the now famous Mayo Clinic atrium piano video was captured happenstance. With nearly 8 million views, it provided great social exposure for Mayo and ignited a complete “Happiness” social program.

http://www.youtube.com/watch?v=RI-l0tK8Ok0

With presenters from all over the world and worldwide web gladly sharing information and attending cocktail receptions, you could say we found the entire conference very socially engaging.

While in Vegas to attend the Interbike Show, Team Adventure volunteered to catch athletes as they crossed the finish line at the Ironman World Championships.

Being there to help and support some of the world’s most conditioned athletes was something to remember. Our duties were to receive the athletes as they came across the line; give them hydration and physical support if they needed it; help them to the recovery and medical area – basically assist them in any way.

After a 1.2-mile swim, 56-mile bike and 13.1-mile run, some of the competitors crossed the finish line as if they hadn’t pushed their bodies to the limit at all. Just another day at the office for world-class athletes. Other participants finished on the edge of total muscle failure, and needed shoulders to be carried on. Because it was 100+ degrees that day, several required IVs to curb their dehydration.

So, there we were for more than 8 hours in the scorching Nevada sun. Sweating, while hundreds of slippery, slimy competitors leaned on us all day. When we got into the limo to go back to the hotel and a much-needed shower, we smelled like all 3,600 armpits from around the world, all rolled into one Lincoln Continental.

Oh the poor passengers who took the next ride.